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People share their Netflix account because they don't think it's worth the full value and/or they're are financially strained.

If you raise the cost they will just leave, leaving Netflix with a total of $0 instead of a "small premium for the privilege" from them.

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I suspect there are also people who share their account out of inertia. Some kids go off to college and stay on their parents’ account. Sometimes they don’t think about it since the password is stored on the app.

Also, Netflix might be losing money when people share their account and want to get to a place where the profit per account increases and then go from there.

> I suspect there are also people who share their account out of inertia.

This move is perfect for these situations. The kids get a discounted Netflix account without losing their account.

The kids want Disney+ anyway.

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